Many people think mobile is just a new channel, that adds up to the website, the physical store, a call center, etc., a simple "on-the-go" extension of what's already in place.
Unfortunately, this can't be true.
Think for a second about the difference between a car and a bike: they are both means of transportation of course, but the bike (or the car) opens an entirely different set of opportunities with respect to the other, different rules, different uses, different consumers.
Would you ever think of an ad or even a way to advertise that fits all the car drivers and bikers together? I guess you'd rather approach them separately, identifying key differences and peculiar characteristics.
Well, marketers should do the same to approach mobile users.
Check this out for suggestions:
http://venturebeat.com/2014/07/07/why-marketers-are-thinking-about-mobile-marketing-all-wrong/
Unfortunately, this can't be true.
Think for a second about the difference between a car and a bike: they are both means of transportation of course, but the bike (or the car) opens an entirely different set of opportunities with respect to the other, different rules, different uses, different consumers.
Would you ever think of an ad or even a way to advertise that fits all the car drivers and bikers together? I guess you'd rather approach them separately, identifying key differences and peculiar characteristics.
Well, marketers should do the same to approach mobile users.
Check this out for suggestions:
http://venturebeat.com/2014/07/07/why-marketers-are-thinking-about-mobile-marketing-all-wrong/
1 comment:
I agree with your vision that mobile and any other known channel, like the internet differ significantly. It is on the other hand also a matter of definition of the word 'channel'. Just as you described in your example about bikes and cars, they can both be called 'transportation vehicles', but should be addressed in totally different ways. I think we can say the same about mobile and the internet; they are both channels, but should be addressed in totally different ways. Simply copying an internet strategy to mobile will definitely not work
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